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Ease of use is the top consideration for B2B firms when they evaluate new customer relationship management (CRM) solutions, according to recent research from Insightly and Ascend2.

The report was based on data from a survey conducted in April 2022 among 500 sales, marketing, customer success, and operations professionals who work for B2B organizations in the US with between 50 and 500 employees.

Some 47% of respondents say ease of use/adoption is one of the most important aspects when evaluating a new CRM solution. Price ranks second (44% of respondents cite), and ability to integrate with existing systems is third (39%).

Important aspects B2B marketers consider when evaluating a new CRM solution

Among respondents whose firms are considering a new CRM, improving workflows/processes is the top motivation for shopping for a new solution.

B2B marketers' top priorities driving consideration of a new CRM

Not surprisingly, different departments say different CRM features are the most essential for their work.

For example, salespeople say sales forecasting is the most essential CRM feature for their job, whereas marketers say dashboard views is the most essential feature.

Which CRM functions are most important by department

Respondents say the most significant challenges to implementing a new CRM are training time (43% cite) and integration with existing systems (40%).

The most significant challenges when implementing a new CRM

About the research: The report was based on data from a survey conducted in April 2022 among 500 sales, marketing, customer success, and operations professionals who work for B2B organizations in the US with between 50 and 500 employees.

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ABOUT THE AUTHOR

image of Ayaz Nanji

Ayaz Nanji is a digital strategist and a co-founder of ICW Media, a marketing agency specializing in content and social media services for tech firms. He is also a research writer for MarketingProfs. He has worked for Google/YouTube, the Travel Channel, AOL, and the New York Times.

LinkedIn: Ayaz Nanji

Twitter: @ayaznanji